Adweek: Brands Can Now Sponsor Twitter #Stickers
Adweek: Brands Can Now Sponsor Twitter #Stickers

Pepsi is the first brand to use the social media platform’s promoted stickers.

Pepsi’s massive campaign that uses emojis as a language is coming to Twitter.

In June, Twitter launched stickers that let users overlay searchable emojis and graphics on top of their photos. Now Pepsi is the first to launch a paid ad campaign using the visuals.

The soda brand's ads include roughly 50 custom-branded stickers that are part of the ongoing #PepsiMoji campaign in 10 countries including the U.S., Canada, India, Mexico and Russia. To use a promoted sticker, users click on the sticker button after uploading a photo. Eight of Pepsi's branded emojis are then promoted near the top of the page.

"By allowing people to add our emojis directly to their photos, we're giving fans a whole new way to engage," said Brad Jakeman, president of PepsiCo in a statement. "If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation."

A Twitter rep did not respond to questions about how promoted stickers are sold.

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